Monster Founder Andrew McKelvey Dies at 74

Turned Yellow Pages Shop Into Online-Recruitment Powerhouse

NEW YORK (AdAge.com) -- Monster Worldwide founder and former advertising executive Andrew J. McKelvey passed away Thanksgiving Day at 74 years of age due to pancreatic cancer, according to the New York Times.

Mr. McKelvey created Monster back in 1967, originally as the Telephone Marketing Company ( TMP), a yellow-pages advertising agency. He grew its business over the years by acquiring other yellow-pages agencies and, in 1993, by making a leap into recruitment advertising.
Andrew McKelvey
After merging TMP with the Monster Board and Online Career Center recruitment websites in 1995, Mr. McKelvey went on to roll up additional recruitment-ad shops into Monster Worldwide. By 2005, some 186 million job seekers representing 12% of the total global internet audience visited a Monster site, according to a company fact sheet.

Monster is also known for its Super Bowl advertising. Its more famed spots included the 1999 "When I Grow Up" and 2002's "Never Settle." The company has worked with Arnold Worldwide, Deutsch, Hill Holliday and Draft Worldwide.